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The use of sexual appeal in fashion advertising: An examination how it influence men versus women

Snopek, Klaudia (2017) The use of sexual appeal in fashion advertising: An examination how it influence men versus women. Masters thesis, Dublin, National College of Ireland.

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Abstract

Purpose: This study has been conducted to examine how the use of sexual appeal influence men and women. Advertising industry frequently using sexual appeal in their ads as a strategic tool in gaining people’s reaction. This study will investigate how the usage of sexual appeal in fashion advertising impact both genders. There is a general assumption that man focusing more on physical attractiveness and orientation towards sex while women are more focusing more on feelings and relationship-based orientation to sexuality. An appropriate literature will be implemented to support the study.

Methodology: The method selected to conduct the research was Interpretivist philosophy . Author has chosen to use qualitative method to carry the research and data was collected through interviews. The data was analysed using open coding, axial coding and selective coding.

Findings and Recommendations: The final findings relating to the research question and objectives will be concluded and recommendations will be also suggested in the final chapter of the research.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 24 Nov 2017 11:31
Last Modified: 24 Nov 2017 11:31
URI: http://trap.ncirl.ie/id/eprint/2921

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